“We want it to evolve into a lifestyle brand”: Jumbo’s Ferran Codina on new expansions and future plans for Hitster

Ferran, it’s always great to catch up. How have the past few years been for Hitster? What have been some highlights?
2024 was already a phenomenal year for us. Hitster became Europe’s Top Gaining Toy Property in Games & Puzzles, Hitster Original was the bestselling toy of the year in the Netherlands and the number one game in Germany. So, it’s been quite a ride!

This year we’re building on that momentum. We’re consolidating our leadership in games, launching new formats like the Hitster expansions, and partnering with local radio stations. On top of that, we’ve expanded into new international markets like South Korea or Brazil, with more to come in the coming months.

On that, does Hitster resonate in different ways in different territories?
Yes, absolutely. We always adapt the song list and localise the content to make sure the songs really resonate with each market. Music is universal, but people’s emotional connection to specific songs varies a lot country to country, so tailoring it is key.

There’s several expansion packs available in different territories now – Summer Hits, Rock, Film & TV – and Guilty Pleasures has just landed in the UK. Can you talk me through some of the key decisions behind launching an expansion pack for Hitster?
We’re very consumer-driven. We spend a lot of time listening to our community on social media and other channels, and many of the themes we’ve launched have come directly from fans asking for them. At the same time, we also do our homework, researching which genres or music styles resonate the most in each territory. It’s really a mix of consumer insight and market fit.

I imagine what makes something a guilty pleasure is up for debate – and quite subjective! How did you define it for Hitster Guilty Pleasures? And did it lead to arguments in the office!?
Ha! Yes, definitely some debates! For us, Guilty Pleasures are those tracks that you might not always admit you love, but everyone secretly listens to. They’re fun, nostalgic, sometimes a little cheesy and they always spark a reaction when they come on.

Looking ahead, what’s next for the Hitster brand?
We see Hitster as more than just a toy, we want it to evolve into a lifestyle brand. This means continuing to innovate with new themes and formats, but also expanding into new areas. We have a TV show coming up, some exciting licensing plans in the pipeline, and – of course – more game innovations while staying true to what makes Hitster special. So fans can expect Hitster to be present in more moments of their daily life.

Fantastic. Thanks again Ferran.

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent Interview

Inventor Michael Lichodziejewski on the origins of his chaotic new card game: Mine Mine Mine

MJL Design Corporation’s Michael Lichodziejewski discusses his journey from inventor to in-house designer – and back again.

Prolific inventor Scott Baumann talks people, process, product… And being an inventrepreneur

“Where do my ideas come from? I couldn’t tell you!” Scott Baumann on creative thinking and more.

Danny Schaefer – Lead Designer at Fantasy Flight Games – on what’s new with Star Wars Unlimited: Legends of the Force

“While Force characters are the focus of the set, I’m super excited by all the Creatures showing up on cards too”: FFG’s Danny Schaefer talks Legends of the Force.

Toy inventor Inna Yankelovich discusses mashing together weird combinations – and joining IDEO

“As a child, I liked to create stories that didn’t make sense…” In conversation with inventor Inna Yankelovich.

Game designer Luca Bellini on the decade-spanning origin story behind Brick Like This!

From Brick Party to Brick Like This!: Luca Bellini discusses his LEGO party game’s remarkable journey.

Gary Aigner – PlayMonster’s Chief Design and Development Officer – on design, development and more

“We started laughing right away… It was love at first sight!” Gary Aigner talks Marshmallow Madness.